Audience measurement

Consumer & Audience Targeting

Reputation, PR monitoring and evaluation

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F1 Season comparison - Canada Grand Prix

Vettel overtook Lewis Hamilton in the championship after winning a very eventful Canadian Grand Prix. The race started with a big crash in the first lap and ended with a premature chequered flag after a local official got the lap number wrong prompting model Winnie Harlow to flag on the 69th lap rather than 70. A problem with engines meant Hamilton had to switch to an old one just before the race and encountered a power restriction when the cooling system had a problem.

Using Kantar Social TV Ratings (KSTR) data, our comparative series looks back at the social engagement during the 2017 season and how that compares to this season’s equivalent.

Looking at total tweets, the 2018 Canada Grand Prix received less tweets than the 2017 edition, however there is good news. This year there were more people tweeting which also provided a lot more impressions, with 83.2 million compared to 71.4 million last year. This shows that more people are creating less but more engaging content on Twitter.

Looking at the top 5 countries by volume of tweets, we see a similar story to other races. The UK is top again in both years, followed by a similar list of countries. The United States provide the only change in the list from last year even though it is in a slightly different order

Hashtags are always dominated by the official tags, however when you compare 2018 to 2017 there is only 2 official hashtags in the top 5 opposed to 4. Sebastian Vettel appears in both lists despite not winning the race last year.

In the 2017 Canadian Grand Prix Lewis Hamilton emerged victorious, resulting in him being the second most mentioned account on Twitter during the broadcast. This year Vettel won, but the German racer does not have Twitter which therefore allowed the official Ferrari account to take second place this year. A surprise addition is Fernando Alonso (alo_oficial) who did not finish the race after retiring with an exhaust failure, although it was his 300th Grand Prix so this may have caused a spike in engagement.

With an exciting start to the race and a controversial end, more people engaged with the Canadian Grand Prix this year than they did last year, and even though less tweets were actually sent there was a higher number of impressions caused. The next race is the French Grand Prix on the 24th June, which could be affected by the FIFA World Cup. Stay tuned to find out